Maintain social media presence and newsletter content 2. Event Planning Interns (two recommended)

1. 2016-2017
Human Rights Watch Student Task Force
Public Relations Campaign
C​ommunication. ​A​wareness. ​P​articipation
Prepared by
La Forza Public Relations
California State University, Long Beach

2. Erik Arenas
Account Manager
Justine dela Rosa
Director of Research
Aaron Espinosa
Director of Digital Media
Genesis Galeno
Director of Public Identification and Analysis
Marissa Gomez
Director of Strategy and Tactics

3. Table of Contents
Title Page
Table of Contents
Executive Summary
Situation Analysis
Audience and Research Analysis
Theme/Key Messages
Goals, Objectives, Strategies, and Tactics
Budget
Timeline
Evaluation
Appendix

4. Executive Summary
The Human Rights Watch Student Task Force (STF) is a high school
organization in the Los Angeles area that brings students, educators and the
community together to advocate for human rights, especially the rights of children. STF
operates as a youth-leadership program in which students and teachers develop the
skills and receive the knowledge necessary to become active global citizens who care
about human rights. By teaching and educating students about human rights, STF
believes the students will value their own rights, feel empowered and protect universal
human rights. Each year, STF trains about 200 students and educators about human
rights activism and education, who in turn reach out to more than 20,000 students and
teachers in their combined high school communities. Currently, HRW STF is present on
14 high schools in the Los Angeles area, but is looking to expand its presence in
Southern California over the years.
La Forza Public Relations was presented with the opportunity to work with the
Student Task Force to create a campaign during the 2016-2017 year that would
address some communication issues affecting the organization and also include our
professional opinions about maintaining efficient internal and external communication.
For this particular campaign, we have organized our presentation revolving around our
unique CAP approach in which we will present ways to better:
C​ommunication
A​wareness
P​articipation
Through our CAP strategy, we present solutions to the problems facing the
organization such as, how can STF ​communicate more efficiently with its members? In
what ways can STF continue to spread ​awareness for human rights? What are ways to
encourage members to actively ​participate in the organization so that they retain their
membership and interest in the club?
Lastly, we strongly believe in the message of the organization and we worked to
create a campaign that places an emphasis on the key element of the organization:
human rights​. As a result, we worked closely to ensure our ideas were genuine and
organic. Collectively, we were inspired by the efforts of HRW STF to advocate for
human rights because it’s an important topic for the youth to start discussing so that
they are aware about issues that matter.
Situation Analysis
It has been determined that communication and awareness are the overarching
issues in our campaign. The STF headquarters has struggled to find an effective way to
communicate with the STF school chapters and advisors. STF is not well-known in the
community and wants to raise awareness of who they are and what they do. In

5. collaboration with the STF, La Forza Public Relations has created a campaign for the
2016-2017 year to increase communication efficiency within the STF staff and among
existing members and to raise overall awareness of the program.
At the moment, STF emails members a weekly newsletter that contains a news
story relating to the current campaign initiative or a blog post with an update about an
event hosted by one of the chapters. There are also some newsletters with information
about an upcoming event and details on how to sign up for the event. The newsletter
click-through rates are extremely low. We believe that there are opportunities to
improve the click-through rates by revamping the newsletters to include new content
and change how often they are sent out.
The STF chapters all hold different events to create awareness for the campaign
initiative that the group as a whole is working on for that year. Events have included
rallies, die-ins, workshops, discussions and speaker panels. We see the opportunity to
hold some events throughout the school year in order to create a sense of community
between the STF chapters
Target Audiences
For this campaign, we have several target audiences that play a role. The
current STF members are critical to the organization’s and our campaign’s success. In
order to communicate effectively internally and externally, we have determined our
target audiences to be:
● Current STF student members -
● High school students (potential members)
● STF advisors
● Parents
● Teachers and faculty currently uninvolved

6. SWOT Analysis
Strengths
- Human Rights. Human rights issues have the ability
to change people’s hearts and their minds. It’s a
very important subject.
- Members feel like they are part of a “change” and
something bigger than themselves.
- Protection and safety of students is always a
priority.
- Human Rights Watch headquarters are within close
proximity to most high schools, which allows STF
members to attend events hosted by the larger
HRW organization.
- Donors and parents are supportive of the cause.
Weaknesses
- The website for STF is very bland, outdated
and it’s not aesthetically pleasing.
- Tagline/slogan is too broad.
- Current newsletter is ineffective due to its
low click-through rate.
- The key message of the organization seems
to be unclear and secretive to new potential
members.
- Weak social media presence. Other
competitors such as Key Club International
and UNICEF have a strong social media
following.
Opportunities
- Create a new slogan/tagline that simplifies and
clarifies the message of the organization. Simplicity
and clarity are key. Taken directly from the words
of Kristin, “Youth advocating for youth” would
serve as a better alternative slogan.
- Redesign and restructure the website.
- Revamp the current newsletter.
- Create events that are inclusive, not just members
and teachers.
- Establishing a social media presence using the
most convenient platform for the organization.
- Make our target audience more active.
- Improve STF’s work and communication efficiency
by assigning the interns specific roles and tasks.
Threats
- Social media poses a threat to the privacy
and protection of the students.
- If key messages are unclear, the
organization could lose members.
- STF has only existed since 1999. Our
competitors have been established longer,
are bigger, well-structured and they have
more resources available. E.g. Youth for
Human Rights, UNICEF, Key Club
International.
- Our budget is $0.
- We don’t have much manpower.
Competitors:
Youth for Human Rights​ - Youth for Human Rights is a nonprofit founded in
2001 that is supported by membership donations. ​The purpose of YFHR is to
teach youth about human rights, specifically the United Nations Universal
Declaration of Human Rights, and inspire them to become advocates for

7. tolerance and peace. YHRI has now grown into a global movement, including
hundreds of groups, clubs and chapters around the world.
Youth for Human Rights International teaches human rights education both in
the classroom and in nontraditional educational settings.
We see Youth for Human Rights as a competitor because it comes up before
STF does when doing a Google search for “Human rights for youth groups.”
Although it does not have a specific high school club, this organization could
make it harder for someone to find the STF website if they are looking to get
involved in a human rights group.
UNICEF​ - UNICEF was founded in 1946 to help children in countries devastated
by World War II. Now operating in more than 190 countries and territories, it has
helped save more young lives than any other humanitarian organization. Its
worldchanging work is sustained completely by voluntary contributions. ​UNICEF
High School Clubs partner with the U.S. Fund for UNICEF to educate, advocate,
and fundraise. These clubs are vital to UNICEF’s ability to save children in 190
countries and territories around the globe. It is the U.S. Fund for UNICEF’s (USF)
goal to empower American youth with the resources and skills to be effective
global citizens–thinking globally and acting locally for the world’s most
vulnerable children.
UNICEF has a toolkit for creating a UNICEF club on any campus available
on their website. They also provide materials for fundraising events that are
registered on their website. There are several schools that have both a UNICEF
club and an HRWSTF. We see UNICEF as a competitor to STF because both
clubs have similar purposes - to help save young lives across the world.
Key Club​ - ​Key Club is an international student-led organization that provides its
members with opportunities to provide service, build character and develop
leadership. The core values of Key Club International are leadership, character
building, caring and inclusiveness. Key Club International is the high school
organization sponsored by ​Kiwanis International​. Key Club assists Kiwanis in
carrying out its mission to serve the children of the world. High school student
members of Key Club perform acts of service in their communities, such as
cleaning up parks, collecting clothing and organizing food drives. They also
learn leadership skills by running meetings, planning projects and holding
elected leadership positions at the club, district and international levels.

8. Key Club International brings together all Key Club's members' efforts and
energies into an area that makes an international impact through the Major
Emphasis, "Children: Their Future, Our Focus.” The Major Emphasis unites Key
Clubs under the banner of service that deals with the most important part of our
community, our youth.
There are several schools that have both a Key Club and an HRWSTF.
We see Key Club as a competitor to STF because both clubs focus on youth
and have similar taglines. Key Club: “Children: Their Future, Our Focus.” STF:
“Youth Advocating for Youth.”
Primary Research
We have conducted a hybrid of quantitative and qualitative research for
the campaign. We distributed a communication survey with various questions
(open-ended and close-ended) to 14 STF members at New Roads High School.
The survey was used to determine what forms of communication our target
audience prefers and to receive general insight on perception of the
organization.
La Forza Public Relations determined handing out physical copies of
surveys to high school students would provide us with the best results because
we can’t assume every student has access to the Internet and even if they did,
there would have been less responses

9. This word cloud illustrates the results to our “What do you enjoy about being a
part of the HRW Student Task Force?” question. The responses were very important to
us because they came directly from the members of the club. The written answers lead
us to infer that the members are motivated and enjoy being a part of something bigger
than themselves. One member wrote, “I love the initiative young people are taking to
discuss what we can to change the world.” Seeing this written on paper from young
high school students was really striking and inspiring. Additionally, being that we never
had any personal contact with anyone involved in the organization, our results enabled
us to mentally construct an image of the organization, which helped us create goals
accordingly.
Secondary Research
By examining the STF website, we conducted content analysis and gathered
existing information about the organization, STF’s structure, chapter activities and past
campaigns. The STF newsletters provided us with examples of how STF headquarters
communicates news, updates and campaign information with its members and those
who subscribe to the newsletter. Additionally, Kristin Ghazarians gave us information
on the organization, communication issues and goals, statistics and data (click-through
rate of newsletter is 5%-10). STF Advisor Sean Brookes explained how members

10. communicate, what his perception of the organization’s messages are, feedback on
ideas and information about the current issues affecting the organization.
Problem
There is currently a lack of efficient communication among current Student Task
Force members with the organization leaders and a lack of awareness of the
Student Task Force on high school campuses.
Theme
The theme of this campaign is dependant on what the HRW-STF advisors
choose for the year.
Key Messages
The Human Rights Watch Student Task Force informs students about current
human rights issues occurring at home and in the world so they can advocate
for justice.
The Human Rights Watch Student Task Force is dedicated to promoting human
rights for all children by raising awareness in our schools and communities, and
providing strategic advocacy support for the Children's Rights Division of
Human Rights Watch.
The Human Rights Watch Student Task Force is an enriching experience for
high school students that raises awareness about human rights issues and
educates the students so they can be active in making a change.
Goals, Objectives, Strategies and Tactics
GOAL: ​TO IMPROVE INTERNAL AND EXTERNAL
COMMUNICATION OF THE ORGANIZATION
1. Objective:​ To increase the newsletter open rate by 35% during the the 2016-17
school year.
Strategy:​ Change how often the newsletter is sent by making it bi-weekly
instead of weekly.
Tactic:​ Develop bi-weekly newsletters that contain more content.

11. STF utilizes the email marketing website MailChimp to create and
distribute their newsletters ​(see appendix 1a)​. Newsletters are currently being
sent weekly or sometimes more than once a week. These newsletters often
contain one news story or blog post for recipients to read with a hyperlink to the
STF website at the bottom of each newsletter. According to Kristin, the
newsletter open rates and click-through rates are between 5 and 10%. We
would like to propose a bi-weekly newsletter that includes more content than
just one story at a time. This newsletter can include a featured blog post pulled
from the STF website, links to news stories relevant to the current campaign and
an STF alumni spotlight. The featured blog post section would include a photo
and the first couple sentences of the blog post with a “read more” click-through
link that would take the reader to the STF website to read the whole post in
hopes of increasing the click-through rate. The links to news stories would be
headlines that are hyperlinked to the stories in hopes of increasing the
click-through rate. The STF alumni spotlight component of the newsletter was
inspired by the “STF Alumni Where Are They Now?” section of the STF annual
report. This component will be helpful to students and parents. Students will be
able to see where someone who was in their position not too long ago is now
and parents will be able to see how being a part of STF benefitted the alumni.
We believe that redesigning the newsletter to include more than one component
will increase interest in the newsletter and therefore, increase open and
click-through rates. Sending an email weekly, or even more than once a week,
can clutter a recipient’s inbox. Sending the newsletter bi weekly can be more
convenient to the recipient and they could be more inclined to read it since it
arrives less often, but contains more content. We have created a mockup of the
proposed newsletter redesign using MailChimp that can be found in the
appendix.
Budget: $0
2​. ​Objective:​ To develop a strong social media presence by creating an
Instagram account and attaining 250-300 followers by the end of the 2016-17
school year.
Strategy:​ Create a social media presence while using the most convenient
platform for the organization without imposing or threatening student privacy.
Tactic:​ Initiate and maintain a stable Instagram account (@StudentTaskForce).
In our initial campaign brainstorming and planning, we intended to
integrate as many social media outlets as possible (Facebook, Twitter,

12. Snapchat, etc.). However, after careful analysis and primary research, we have
decided to use Instagram as the social media component of our campaign. Our
survey results determined Instagram to be the most popular social media
platform amongst STF members. Understanding the importance of the STF
members’ privacy and safety, we propose that the Instagram account (​see
appendix 2a-2e​) does not feature any students or their names and instead
propose that the STF account be used to post updates, campaign information,
events, and “evergreen posts,” such as inspirational quotes, holidays and
important statistics. We have created a mock Instagram account to demonstrate
how a social media presence could be established on Instagram to strengthen
external communication and promote the organization and its activities while
protecting student privacy. As millennials and avid Instagram users, we believe
this tool to be the most effective in delivering the message of the organization to
all of our target audiences. Additionally, Instagram is free, easy to maintain and
generates much needed awareness for the organization.
3​. ​Objective:​ To strengthen internal communication among the 8-10 HRW-STF
interns for the 2016-17 school year.
Strategy:​ To organize the work efficiency among interns in the organization.
Tactic:​ Assign specific tasks to individual interns.
To strengthen internal communication and improve the work efficiency of the HRW STF
staff, La Forza Public Relations has outlined suggested roles for each intern. Each role
will directly support one of our proposed campaign’s tactics and contribute to the
overall objectives of the organization through CAP. With these recommended roles,
STF interns can help ​communicate with members, increase ​awareness and encourage
active ​participation within the organization.
Our recommendations are based on our objectives and the fact that the HRW STF
currently has eight existing interns. Our suggested intern positions and job descriptions
are:
1. Editorial Interns (two recommended)
Job Description
La Forza Public Relations recommends the HRW STF assign two staff members
the role of editorial interns, one with the primary responsibility of authoring content for
the blog and one with the sole creating content for the newsletter. Both interns will
assist with writing for the website and updating content as needed. They will also work

13. with other HRW Staff Members to write materials for them when needed, such as
providing written content to the digital interns to add to the website or send through
the newsletter.
What We Are Looking For
● Strong writing and editing
● Proficiency in email and Microsoft Office suite
● Strong communication skills
● Ability to blog
● Background in journalism, public relations, communications, English,
international affairs, or related fields
The editorial interns will support the tactic of developing more engaging newsletters
and will further compliment our activities by improving written messages from the HRW
STF.
2. Student Affairs Intern (two-three recommended)
Job Description
La Forza Public Relations recommends the HRW STF assign two-three staff
members the role of student affairs interns, which means they will serve as liaisons
between the HRW STF chapters and the rest of the HRW STF staff. As student affairs
interns, these two-three students will also be in charge of helping STF leadership
coordinate activities that pertain to the STF’s overarching campaign for the year. They
will provide support for STF student activity.
What We Are Looking For
● Ability to communicate effectively with high school students
● Ability to work individually and as part of a team
● Ability to provide advice and support
● Proficiency in email and Microsoft Office Suite
● Background in communications, international affairs, public relations, or related
fields
The student affairs intern will support the tactics of planning school assemblies as a
form of interpersonal communication as well as planning the proposed regional
conference, since these activities (and similar ones) will support our objectives of
raising awareness and encouraging students to take action.

14. 3. Advisor Relations Intern (two recommended)
Job Description
La Forza Public Relations recommends the HRW STF assign two staff members
the role of advisor affairs interns who will serve as liaisons between the HRW STF
chapter advisors and the HRW STF staff. These two students will be a central means of
communication and also provide necessary support to the advisor and his/her chapter.
What We Are Looking For
● Ability to communicate professionally and effectively
● Proficiency in email and Microsoft Office Suite
● Background in communications, public relations, international affairs, or related
fields
By having advisor relations interns, we anticipate that advisors will have more
support to better communicate with their members and encourage participation among
them.
4. Web Intern (one recommended)
Job Description
La Forza Public Relations recommends having at least one staff member
assigned the role of digital intern, who will be primarily responsible for updating and
maintaining the website, including adding new content provided by the editorial
interns, and updating images and other visuals.
What We Are Looking For
Proficiency in email and basic Internet functions
Ability to update existing website
Interest in/knowledge of web design
Interest in graphic design
Background in graphic or web design, marketing, public relations, or related fields
The digital intern will support the tactic of redesigning the website and
maintaining the new website by updating its content.
5. Social Media Intern (one recommended)

15. La Forza Public Relations recommends having at least one staff member
assigned the role of social media intern, who will be in charge of creating and
maintaining HRW STF’S presence on social media. This intern will update the already
existing Facebook group and also be responsible for creating and maintaining our
proposed Instagram account.
What We Are Looking For
Proficiency in social media networks, primarily Instagram and Facebook
Ability to monitor and post on social networks
Strong communication skills
Ability to plan, organize and implement social media programs and/or events
Background in public relations, communications, marketing, journalism, online media,
or related fields
The social media intern will support the tactic of creating an HRW STF
Instagram account and our overall goal of strengthening STF’s communication
While these are the recommendations outlined by La Forza Public Relations, the
HRW STF staff leaders have the flexibility to rename job titles and edit roles as they see
fit.
Goal: To increase presence and awareness of the
organization at high schools and local communities.
1. Objective:​ To increase the website traffic by 25% by the end of the 2016-17
school year.
Strategy:​ To present the organization’s mission online to all publics in a clear
and concise manner.
Tactic:​ ​ Restructure the online presence of the organization.
The current STF website lacks appeal, is unorganized and doesn’t deliver the
message of the organization to the target publics. An organization with an emphasis in
advocacy for human rights should have striking images upon first glance to elicit
emotions in people. Furthermore, the current website seems to have an exclusive
target audience of members and advisors. La Forza Public Relations has proposed a
redesigned website (​see appendix 3a​) where the information is now presented in a
way that anyone who visits the website - whether an existing member, a potential
member, an advisor or parent of a member - can understand what the HRW STF
strives to accomplish.

16. Furthermore, we have created a “parents” page (​see appendix 3b​) on the
proposed website to inform parents of STF members about the organization that their
children are involved in and to encourage support.
Budget:​ $0.
Goal: To encourage our target audiences to
participate in STF events and activities.
1. Objective:​ Increase STF membership by 15% by the end of the 2016-17 school
year.
Strategy:​ Encourage all of the STF chapters to hold an event on the same day to
create a sense of community between the chapters.
Tactic:​ Host school assembly at each high school.
○ Planning: August-September 2016
○ Event date: November 20, 2016
On November 20, 2016, we propose that all STF chapters hold a school
assembly to inform students about their initiatives so that they can participate in
on-campus activities throughout the year. November 20, known as Universal Children’s
Day, marks the day​ which the United Nations adopted the ​Declaration of the Rights of
the Child​. We see this day as a great opportunity to reinforce our “Youth Advocating
for Youth” tagline by holding an informational assembly about human rights for youth.
STF students will get the opportunity to share the initiatives and activities that their
group is currently doing with the student body while educating them about human
rights. Fliers (appendix 4a) and fact sheets (appendix 4c) will be passed out to any
students who are interested in learning more about STF. After the assembly, students
will have the opportunity to sign up to attend the next STF meeting. We suggest one or
more of the following to be the main component of the assembly:
■ A movie screening using a toolkits provided by STF
(example: ​http://www.hrwstf.org/wordpress/?page_id=4915​)
■ A guest speaker
■ A speaker panel
2. ​Objective:​ To encourage and increase STF member participation by 15% within the
2016-17 school year.

17. Strategy: ​To create an STF event that delivers the key message of the organization to
the community, inspire people to advocate about human rights and provide a space for
STF members of all chapters to network.
Tactic:​ Host the first annual HRW STF Regional Conference for all​ target audiences
with a combined attendance of about 300 people.
An event with the potential to unite​ members, teachers and the community is the
perfect opportunity to capitalize on our CAP strategy. The STF Regional Conference
would push the message of the organization to various publics, not just the members.
For the members, it’s something to look forward to annually as well as provide them
with an opportunity share their STF experience with other people. If successful, this
event could be hosted annually and generate buzz/awareness for the organization time
after time.
Our proposed theme for the STF Regional Conference is “Neighbors, One
Village: A Community Undivided.” The theme of this hybrid event borrows from the
popular saying “it takes a village” and presents it through a human rights perspective.
The idea is that as humans, we are each other’s neighbors and we must learn to
respect, value and care for each other in order to create one harmonious “village,” the
village being our world. Every day, there are forces trying to divide the neighbors and
destroy the village through oppression, exploitation, violence, hate and discrimination.
However, when people unite and learn the importance of human rights as a means to
live harmoniously, there’s no force capable of dividing an entire village.
While this is the proposed theme, STF headquarters can adjust accordingly.
Possible activities for the regional conference include, but are not limited to:
- Panel discussions, guest speakers, short films, presentations,
testimonials, Q&A, talent competitions, performances, group activities,
team/skill building activities, workshops, petitions, etc.
For organizational purposes, students will be required to register with their
chapter president to attend the STF Regional Conference. La Forza Public Relations
recommends hosting this event in the gymnasium or auditorium of one of the chapters
to eliminate the cost of renting out another venue. All attendees, members and
non-members, will pay a $12 attendance fee to cover the cost of lunch and materials,
such as our proposed HRW STF flier (see appendix 4a). We anticipate approximately
250 students will come, generating a revenue of about $3,000.
La Forza Public Relations recommends writing a donation letter (see appendix
4b) to local businesses such as bakeries to donate to the regional conference to create
ties within the community.

18. Budget: ~$3,000
Budget (Justine)
Costs Actual Costs (La Forza’s campaign)
● Website redesign: ​$5,640 – $11,400
● Newsletter redesign: $0
● Social media strategy:
$3,000-$7,000
● School assembly: $0
● All-chapter event: $2,050-$2,060
● Website redesign: $0
● Newsletter redesign: $0
● Social media strategy: $0
● School assembly: $0
● All chapter event: $0
Website Redesign
Executionists, a full-service creative digital agency, states that as of 2015, a
website will typically cost anywhere between $4,000 to $100,000.
Below is a sample of a website cost breakdown:
● Planning: $0-$600
● Content Support: $240-$600
● Visual Design: $1,200-$2,400
● Programming: $3,000-$4,800
● UX (sitemap, wireframes): $0-$1,200
● Client Training / Documentation – $240 – $600
● Testing and Launch – $960 – $1200
● Total cost for basic website:​ ​$5,640 – $11,400
The La Forza Public Relations team has recognized the high cost of rebuilding and
redesigning a website and has therefore created a proposed website redesign, ready
for the HRW STF’s use.
While the cost could be anywhere between $5,640-$11,400 or more, the actual cost,
using La Forza Public Relations’ proposed website, is $0.
Newsletter Redesign
The cost of restructuring the newsletter would be $0 if HRW STF continues to
use MailChimp as its newsletter distributor. There would be no change in the budget,
simply in the way the service is being used, and the actual cost would be $0 as well.

19. Social Media Strategy
According to The Content Factory, an online public relations firm specializing in
social media and content marketing for small businesses, hiring a social media
consultant to develop a comprehensive strategy for 2+ social networks (Facebook and
Twitter or Instagram) can cost between $3,000-$20,000 per month, though the average
is between $4,000 and $7,000 per month.
While the cost of using a social media consultant to use the existing Facebook
and to create and maintain a new Instagram could cost between $3,000 to $7,000 per
month, the actual cost would be $0 because the channels are free and we have
assigned social media responsibilities to the staff, with content suggestions.
School Assembly
The cost of hosting a school assembly, such as our proposed one on Universal
Children’s Day, would cost $0 because the chapters would simply host a movie
screening using an existing toolkit provided by STF or have a guest speaker. The
actual cost would be $0 as well.
STF Regional Conference
Renting out another venue such as a hall or community center could cost
anywhere between $250-$1,000 per night. La Forza Public Relations proposes that one
of the STF chapters hosts the regional conference on camus, preferably in a gym or
other large space. Utilizing a campus facility will eliminate the cost of renting out
another space.
It is up to the STF headquarters to decide the details of how they want to
provide lunch (which food company to use as a caterer, where to purchase water, what
other food to provide), but La Forza has calculated that providing lunch for 250-300
people will cost between $700 to $1,000. Printing 300 of our proposed HRW STF fliers
would cost between $50-$60.
The cost of the all-chapter event would be approximately $2,050 to $2,060.
Because La Forza recommends charging attendees $12, the actual cost of the event
would be $0 because the attendance fee would cover costs.

20. Timeline

22. Evaluation
Being that this is a year-long proposed campaign, it’s important for leaders,
interns and advisors to constantly make note of any notable changes they see
throughout the campaign. Rather than evaluating the whole campaign at once,
incremental notes of changes will help generate an accurate evaluation of all tactics.
It makes it easier to identify what parts of the campaign worked and what didn’t.
To evaluate the strategies and tactics of our campaign, we have created guidelines and
questions to help analyze effectiveness:
Strategic Objectives
● What relationship was developed with the parents? Was there a change in their
involvement with the organization? How?
○ Make note of ​every​ parent email in a “Parents” folder.
○ Make note of parents who follow the Instagram account.
○ Make note of the click-rate for the parents tab in the website.
● Create and distribute a brief internal communication survey for interns at the
beginning and end of the campaign.
○ Include beginning of campaign survey questions such as ​what do you
hope to learn from your internship?
○ Include end of campaign survey questions such ​can you describe your
role as an intern for HRS Student Task Force?
● Create and distribute a brief survey for members of the club, similar to the one
we conducted for the campaign.
○ Include questions such as ​what was your favorite event this year? Would
you attend another event like “Neighbors, One Village”?
Measureable Objectives
Start of Campaign End of Campaign
Newsletter click-rate
Instagram followers

23. Website traffic
STF membership
Appendix
Appendix 1a: Redesigned Newsletter

25. Appendix 2a: Instagram Account
Appendix 2b-2e: Sample Instagram Posts

28. Appendix 3a: Redesigned Website

29. Appendix 3b:
Appendix 4a: HRW STF Flier

31. Exhibit 4b: STF Regional Conference Donation Letter

32. [Business Contact Name]
[Business Name]
[Business Address]
Dear Mr./Ms._______/Organization Name,
The Human Rights Watch Student Task Force (STF) is a Los Angeles-based student
club that brings human rights education to high schools. HRW STF, founded by parent
organization Human Rights Watch, unites passionate students while developing them
into leaders and advocates for social justice issues, especially the rights of children
around the world.
Every year, 250-300 students in the Greater Los Angeles Area are provided with the
tools to educate, spread awareness and take action. For example, members write
letters to senators and host movie screenings that highlight conflicts and issues.
On ____(Event Date)____, we are hosting our first annual STF Regional Conference to
unify the 14 STF chapters and to inspire current members as well as encourage
students to become new members. We kindly ask your business to support our
organization and its mission by donating ________________ for the students’ lunch
during the conference. We will be more than happy to acknowledge you during the
event.
Please email us back by ​ (day), (date) ​ to say if you are interested in donating or
learning more. If you have any questions or comments, please do not hesitate to
contact us. Thank you for your time!

33. Sincerely,
_______________
Human Rights Watch Student Task Force
Appendix 4c:
ORGANIZATION FACT SHEET
MISSION The Human Rights Watch Student Task Force (STF) was
founded in 1999 to bring human rights education to high
schools. This organization unites students while developing
them into leaders and advocates for social justice issues,
especially the rights of children around the world.
HRW STF members are provided with the tools to educate -
internally with student members and faculty advisors and
externally with surrounding communities - on important global
issues, to spread awareness, and to take action, whether by
writing letters to senators or hosting movie screenings that
highlight conflicts and issues.
Every year, 250-300 high school students go through the
program and become passionate advocates for human rights.
The HRW STF is built on the concept of youth advocating for
other youth and taking responsibility for the future.

34. STAFF Pam Bruns, STF executive director
Kristin Ghazarians, STF Project Liaison
Nancy Nazarian-Medina, STF Program Advisor
8 Interns
SERVICES · Education
· Awareness
· Action
WEBSITE http://www.hrwstf.org/wordpress/
MEDIA
CONTACT
Kristin Ghazarians, STF Project Liaison
humanrightsed@gmail.com